DIFFERENT Concept Store was created in December 2021 from a shared belief that fashion and creativity should never be limited by borders, trends, or labels. Founded by two owners from different worlds — Jan from Belgium and Salah from Morocco — DIFFERENT was built on the idea that contrast is not a weakness, but a strength.
From the very beginning, the goal was clear: to create a space that truly lives up to its name. A place that doesn’t follow what already exists, but instead builds its own identity through culture, craftsmanship, and creative freedom.
A Meeting of Cultures
The partnership between Jan and Salah brought together two perspectives — European minimalism and Moroccan heritage. This exchange became the foundation of DIFFERENT’s DNA. Rather than choosing one influence over the other, the brand decided to blend them, creating something new in the process.
This vision naturally translated into fashion.
Between Tradition and Modernity
At DIFFERENT, clothing is more than fabric — it’s a dialogue. The collections explore the balance between traditional elements and modern silhouettes, mixing heritage techniques with contemporary design. Each piece is chosen or created to stand out, not by being loud, but by being intentional.
The aim has always been to offer clothing that feels timeless yet current, rooted yet experimental — clothing that feels different in both form and meaning.
A Platform for Artists
DIFFERENT is not only a fashion concept store; it is also a creative platform. From its early days, the store opened its doors to artists, allowing them to showcase and sell their work in a space that values originality.
The store proudly collaborates with both local and international artists, offering a diverse range of artworks, objects, and products. A special focus is placed on supporting young and emerging artists, giving them visibility, trust, and a space to grow.
By doing so, DIFFERENT becomes a meeting point — where fashion, art, and culture coexist under one roof.
Built with Purpose
Every aspect of DIFFERENT was built with intention — from the curation of products to the atmosphere of the space itself. Rather than following fast fashion or short-term trends, the store prioritizes quality, authenticity, and story.
Each product, artwork, and collaboration is selected because it carries meaning and reflects the values of the brand: creativity, diversity, and respect for craftsmanship.
More Than a Store
Today, DIFFERENT Concept Store stands as more than a retail destination. It is a reflection of collaboration across cultures, a commitment to artistic expression, and a belief that supporting creativity — especially young talent — shapes the future.
DIFFERENT is not about fitting in.
It’s about creating space for those who don’t.
